Moat is First to Be Accredited by the MRC For Viewability Measurement in Both Display & Online Video


NEW YORK, June 12, 2014 (ADOTAS) – Moat Inc., an independent SaaS analytics firm focused on transforming online brand advertising through trusted measurement and insights, has become the first company to be accredited by the Media Rating Council (MRC) for its measurement of viewable ad impressions in both online display and video.  The MRC is an independent nonprofit industry association whose goal is to ensure that measurement services are valid, reliable, and effective.

Through platform-agnostic, one-step integrations, Moat partners with brands, agencies, publishers, and ad technology providers to deliver objective, real-time analytics across display and video campaigns. Moat has the unique ability to provide viewability insights at the campaign, creative, domain, site section, page, audience segment, user, and impression levels. Moat has multiple issued and pending patents covering its technology.

“We congratulate Moat for earning MRC accreditation for its viewable impression measurement for both online display and digital video ads,” said George W. Ivie, Executive Director and CEO of the MRC.  “Moat has proven itself to be an industry leader in providing viewability solutions that enable greater transparency and accountability throughout the digital advertising ecosystem.”

“We fundamentally believe if our ads aren’t seen, they have no opportunity to have an impact and drive persuasion with our consumers,” said Aaron Fetters, Director of Insights and Analytics Solutions at the Kellogg Company. “We are excited to continue our work with Moat to measure viewability and beyond across all of our video campaigns.”

“Moat is excited to be the first company to be accredited by the MRC for both display and video viewability. This signals our strong commitment to deliver viewability and brand analytics across multiple ad formats,” explained Jonah Goodhart (pictured), CEO of Moat. “We are particularly proud of our incredible engineering team on achieving this important feat.”

About Moat

Moat is a New York-based SaaS analytics company focused on building products for brand advertisers and premium publishers.  Their offerings include Moat Analytics, an attention measurement platform that provides analytics and insights on ad campaigns for publishers and advertisers, and Moat Pro, an ad intelligence platform that allows markets to research trends in the online advertising industry.  The company was founded by Jonah Goodhart, Noah Goodhart and Michael Walrath. The serial entrepreneurs had previously partnered together to launch Right Media, which was acquired by Yahoo! in 2007. For more information on Moat, please visit

About MRC

The Media Rating Council is a nonprofit industry association established in 1964 comprised of leading television, radio, print and Internet companies, as well as advertisers, advertising agencies and trade associations, whose goal is to ensure measurement services that are valid, reliable and effective. Measurement services desiring MRC accreditation are required to disclose to their customers all methodological aspects of their service; comply with the MRC Minimum Standards for Media Rating Research as well as other applicable industry measurement guidelines; and submit to MRC-designed audits to authenticate and illuminate their procedures. In addition, the MRC membership actively pursues research issues they consider priorities in an effort to improve the quality of research in the marketplace. Currently approximately 90 research products are audited by the MRC. For more information on MRC, please click here.


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